Module manager: Dayananda Palihawadana
Email: D.Palihawadana@lubs.leeds.ac.uk
Taught: Semester 1 (Sep to Jan) View Timetable
Year running 2024/25
This module is not approved as an Elective
This module aims to provide an overview of the theoretical underpinnings of marketing theory and to encourage critical evaluation of the application of marketing theory to practice.
Upon completion of this module students will be able to critically evaluate:
1. The major concepts of marketing
2. Key influences on the application of marketing concepts within a business
3. The marketing planning process
4. How different business realities influence the choice of marketing strategy
- Identify and set personal objectives for career development in marketing management
- Reflect upon their learning of marketing management skills
- Prepare and deliver a professional sales/marketing presentation suitable for company and sales/marketing meetings
Indicative content
- Marketing concept and marketing planning in modern organizations
- Achieving and sustaining competitive differentiation in an era of globalization
- Understanding individual and organisational Buyers
- Ethical dimensions of marketing practice
- Market intelligence processing
- Market segmentation, targeting and positioning
- Branding strategy and new product development
- Pricing strategy
- Integrated marketing Communication strategy
- Distribution strategy
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lecture | 10 | 1 | 10 |
| Seminar | 10 | 1 | 10 |
| Private study hours | 130 | ||
| Total Contact hours | 20 | ||
| Total hours (100hr per 10 credits) | 150 | ||
This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.
Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Essay | 2,000 words | 70 |
| Group Project | Marketing plan presentation | 30 |
| Total percentage (Assessment Coursework) | 100 | |
Resit is by 2,000 word essay for 100% of the module mark
The reading list is available from the Library website
Last updated: 8/16/2024
Errors, omissions, failed links etc should be notified to the Catalogue Team